Smith said the thieves — presenting themselves as a middle-aged couple — came into his store shortly before closing last Friday.

Although Smith wasn't there, he said the whole thing was caught on remarkably clear video surveillance cameras.

"These were pros."

They asked to look at a loose, one-carat diamond valued at $10,000, then began to argue, clearly trying distract the saleswoman, Smith said.

The man asked to see another diamond, a 1.5 carat stone worth $25,000, and made his move while she reached for a comparison chart.

"He was very quick. You will see him (on the video) drop the fake stone and grab the real stone and slide it in his back pocket. They tried to get the second stone and that's when she caught them. And it was only after they left the store that she went back to the first stone, and realized they got us," he said.

"And then we went onto the camera system, and it was very clear. Once you see it, you'll go 'Oh my God.'"

A diamond worth $10,000 was stolen from the store. (Photo: W. Smith and Co. Fine Jewellers/Facebook)

Smith, a one-time vice-president of Birks jewellers for Atlantic Canada, said thefts are not uncommon at jewelry stores, but they're usually kept quiet.

He says he decided to speak out because he was angry, because his insurance deductible is so high it won't cover the loss, and because the video is so clear the public can help nab them.

"I've been in the business 40-some years and most jewelry stores don't talk about it," he said.

"I know of robberies in Halifax that they never went public ... the companies just want to hush it. And I went no, I'm going to tell people, show them who they are and maybe prevent them from hitting somebody else."

"And then we went onto the camera system, and it was very clear. Once you see it, you'll go 'Oh my God.'"

Smith said he has instituted a new policy at his store: customers must show picture identification before they can be shown a loose stone.

Saint John police did not return a phone call Thursday, but Smith said their investigators combed through photos of every cruise ship passenger in Saint John at the time in a bid to find the thieves.

Smith said he now believes the thieves were locals, and thinks surveillance images are so clear they will be found. He has offered a reward for information that leads to their identification.

"This is my store, this is my business, and this is my love. And my inventory is like my family. I know it all. I take a lot of pride when I sell somebody a ring, and it's got my name on it. And when that happens and somebody steals that from you, yeah, you feel violated."

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Conflict-Free Diamonds: A Girl's Best Friend

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The most eco-friendly diamond you can wear is an old one. By adopting great-grandma's ring as your own, you're reusing materials and preventing further damage from mining. Aren't lucky enough to inherit a diamond? There are many jewelers who sell beautiful antique and vintage pieces. The cost of a vintage ring is usually comparable to that of a new ring.

If you find a vintage diamond that you like, don't worry if you're not crazy about the setting. You can have it re-set in a style that is more to your taste. Some jewelers even offer "recycled" diamond jewelry. They do the work of hunting down beautiful, used stones and then turn them into modern jewelry.

If you're not going vintage, the next best choice is to look for certified, conflict-free diamonds. Canadian mines have become the major source for conflict-free diamonds over the past few years. Look for diamonds that are certified through the GCCD or CDCC programs. Reliable brands include: Polar Bear Diamond, Arctic Fox, Northam Diamonds, or Polar Ice. To find out more about the certification process or other brands, visit the Conflict-Free Diamond Council.

Some respected retailers have also started selling conflict-free diamonds from Namibia. If you're interested in buying Namibian diamonds, make sure that the jeweler you work with can certify that these diamonds were mined according to strict ecological and labor standards. Brilliant Earth and Precious Earth are good retailers to try.

If the title "man-made diamond," brings to mind cubic zirconia, clear that image away. A man-made diamond is a real diamond that just happens to be grown in a lab, using conditions that mimic those in the natural world. Man- or lab-made diamonds are ecologically sound, humane, and less expensive than naturally-occurring diamonds. Because of their clarity and saturation, they are an especially good option for anyone interested in the colored diamonds that are so popular now. Gemesis and Apollo diamonds are well-known brands.

Brilliant Earth is a jewelry retailer that is committed to using conflict-free gems and ecologically sound materials. At Brilliant Earth, you'll find Canadian, Namibian, and lab-made diamonds that can be set in recycled gold bases. They offer classic, elegant styles like the Halo Ring, seen here. Even better, they donate 5% of all of their profits to African communities that have been impacted by the jewelry trade.

Green Karat is committed to providing "ecologically and socially responsible jewelry." They accomplish this by using recycled gold and recycled or man-made diamonds. The Sonnet earrings pictured here are made with recycled white diamonds set in recycled gold. In this case, diamonds are the earth's best friend.